Abstract
This study investigates the influence of design attributes on the importance of brand information in the product evaluation process by consumers. We examine how providing evaluation criteria of design influences consumers’ product evaluation concerning quality and brand equity. The results show that the presence of a predictive design attribute can lead to a reduction in the influence of brand names on quality judgments. The locus of equity shifts from the brand attribute to the design attribute. In addition, when evaluative criteria are provided, the effect of design attributes further reduces the effect of branding on product evaluation. The results are of significant importance and relevance to branding strategies designed to counteract leading market brands. Providing information regarding product design in an effective manner causes consumers to shift their attention from branding to the design, which effectively reduces the marketing advantage of strong brands.
This is a preview of subscription content, log in via an institution to check access.
Similar content being viewed by others
References
Van Osselaer, S. M. J. and Alba, J. W. (2000) ‘Consumer learning and brand equity’, Journal of Consumer Research, Vol. 27, No. 1, pp. 1–16.
Van Osselaer, S. M. J. and Janiszewski, C. (2001) ‘Two ways of learning brand associations’, Journal of Consumer Research, Vol. 28, No. 2, pp. 202–223.
Srinivasan, S. S. and Till, B. D. (2002) ‘Evaluation of search, experience and credence attributes: Role of brand name and product trial’, Journal of Product and Brand Management, Vol. 11, No. 7, pp. 417–431.
Dumaine, B. (1991) ‘Design that sells and sells’, Fortune, Vol. 11, pp. 86–94.
Shapiro, S. and Spence, M. T. (2002) ‘Factors affecting encoding, retrieval, and alignment of sensory attributes in a memory-based brand choice task’, Journal of Consumer Research, Vol. 28, No. 4, pp. 603–617.
Aaker, D. A. and Biel, A. (1993) ‘Advertising's Role in Building Strong Brands’, Psychology Press, New York.
Leuthesser, L. (1988) ‘Defining, measuring and managing brand equity: A conference summary’, Report 88-104, Cambridge, MA: Marketing Science Institute.
Maltz, E. (1991) ‘Managing brand equity: A conference summary’, Report 91-110, Cambridge, MA: Marketing Science Institute.
Louviere, J. and Johnson, R. (1988) ‘Measuring brand image with conjoint analysis and choice models’, in Leuthesser, L. (ed.) ‘Defining, Measuring, and Managing Brand Equity: A Conference Summary’, Report 88-104, Marketing Science Institute, Cambridge, MA, pp. 20–22.
Park, C. S. and Srinivasan, V. (1994) ‘A survey-based method for measuring and understanding brand equity and its extendibility’, Journal of Marketing Research, Vol. 31, No. 2, pp. 271–288.
Anderson, J. R. and Bower, G. H. (1973) ‘Human Associative Memory’, Halstead, New York.
Anderson, J. R. and Lebiere, C. (1998) ‘The Atomic Components of Thought’, Lawrence Erlbaum Associates, New Jersey.
Van Osselaer, S. M. J. and Alba, J. W. (2003) ‘Locus of equity and brand extension’, Journal of Consumer Research, Vol. 29, No. 4, pp. 539–550.
Bloch, P. H. (1995) ‘Seeking the ideal form: Product design and consumer response’, Journal of Marketing, Vol. 59, No. 3, pp. 16–29.
Maheswaran, D., Mackie, D. M. and Chaiken, S. (1992) ‘Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments’, Journal of Consumer Psychology, Vol. 1, No. 4, pp. 317–336.
Dickinson, A., Shanks, D. and Evenden, J. (1984) ‘Judgment of act-outcome contingency: The role of selective attribution’, Quarterly Journal of Experimental Psychology, Vol. 36, No. 1, pp. 29–50.
Waldmann, M. R. and Holyoak, K. J. (1992) ‘Predictive and diagnostic learning within causal models: Asymmetries in cue competition’, Journal of Experimental Psychology: Learning, Memory, and Cognition, Vol. 121, No. 2, pp. 222–236.
Cooper, R. G. and Klienschmidt, E. (1987) ‘New products: What separates winners from losers?’ Journal of Product Innovation Management, Vol. 4, No. 3, pp. 169–184.
Hoch, S. J. and Ha, Y.-W. (1986) ‘Consumer learning: Advertising and the ambiguity of product experience’, Journal of Consumer Research, Vol. 13, No. 2, pp. 221–233.
Mooy, S. C. and Robben, H. S. J. (2002) ‘Managing consumers’ product evaluations through direct product experience’, Journal of Product and Brand Management, Vol. 11, No. 7, pp. 432–446.
Algom, D. and Cain, W. S. (1991) ‘Remembered odors and mental mixtures: Tapping reservoirs of olfactory knowledge’, Journal of Experimental Psychology: Human Perception and Performance, Vol. 17, No. 4, pp. 1104–1119.
Hubbard, T. L. (1994) ‘Memory psychophysics’, Psychological Research, Vol. 56, No. 4, pp. 237–250.
Siegel, M. H. and Siegel, D. E. (1976) ‘Improving memory for colour’, Bulletin of the Psychonomic Society, Vol. 7, No. 2, pp. 461–464.
Lucy, J. A. and Shwedder, R. A. (1988) ‘The effect of incidental conversation on memory for focal colours’, American Anthropology, Vol. 90, No. 4, pp. 923–931.
Wilson, T. D. and Schooler, J. W. (1991) ‘Thinking too much: Introspection can reduce the quality of preferences and decisions’, Journal of Personality and Social Psychology, Vol. 60, No. 2, pp. 181–192.
West, P. M., Brown, C. L. and Hoch, S. J. (1996) ‘Consumption vocabulary and preference formation’, Journal of Consumer Research, Vol. 23, No. 2, pp. 120–135.
Na, K. J. and Hwang, Y. Y. (2003) ‘The role of providing evaluative criteria of sensory attributes on consumer preference—Variance and resistance to market information’, Korea Marketing Research, Vol. 5, No. 1, pp. 1–18.
Zaichkowsky, J. L. (1985a) ‘Measuring the involvement construct’, Journal of Consumer Research, Vol. 12, No. 3, pp. 341–352.
Zaichkowsky, J. L. (1994) ‘The personal involvement inventory: Reduction, revision, and application to advertising’, Journal of Advertising, Vol. 15, No. 2, pp. 4–14.
Park, C. W., Mothersbaugh, D. L. and Feick, L. (1994) ‘Consumer knowledge assessment’, Journal of Consumer Research, Vol. 21, No. 1, pp. 71–82.
Bitner, M. J. (1992) ‘Servicescapes: The impact of physical surroundings on customers and employees’, Journal of Marketing, Vol. 56, No. 2, pp. 57–71.
Donovan, R. J. and Rossiter, J. R. (1982) ‘Store atmosphere: An environmental psychology approach’, Journal of Retailing, Vol. 58, No. 1, pp. 34–57.
Mehrabian, A. and Russell, J. (1974) ‘An Approach to Environmental Psychology’, MIT Press, Massachusetts.
Randall, T., Terwiesch, C. and Ulrich, K. T. (2007) ‘User design of customized products’, Marketing Science, Vol. 26, No. 2, pp. 268–280.
Author information
Authors and Affiliations
Additional information
2directs the Masters Design Strategy programmes at Brunel University, UK—multi-disciplinary design management courses attracting students from all over the world. He holds a PhD in Design Technology and an MSc in Information Systems Design. His personal research reflects his conviction that design can find its direction through systems thinking and human/cultural issues. He was one of the pioneers of design management education and assists many overseas universities to develop Master's and PhD programmes in design and branding. He spent his early career as a company lawyer and accountant until he found his home in design. As consultant, Ray has helped to implement large computer-based information systems and design-led change management programmes.
5(BSc, MBA, PhD) is Professor of Marketing and Strategy at Brunel Business School, Brunel University, West London, UK. He has previous experience at Warwick Business School, MARA Institute of Technology in Malaysia, Loughborough University, UK and De Montfort University, UK. TC teaches marketing management, marketing communications and international marketing for a range of undergraduate, MBA and executive courses with companies such as Nestlè, Safeway, Corus and Sony. He is a Visiting Professor at Groupe ECS Grenoble, France and Humboldt University, Berlin, Germany. TC's research interests include corporate identity, marketing communications and international marketing strategy. He has published in the Journal of International Business Studies, International Marketing Review, European Journal of Marketing, Journal of Global Marketing, Corporate Reputation Review, Journal of Marketing Communications, International Journal of Market Research and International Journal of Advertising, among others.
Appendices
APPENDIX A
Stimuli for Learning Phase
(1) The stimuli for the brand and design attribute with evaluative criteria condition illustration
(2) The stimuli for the brand and design attribute illustration
(3) Descriptions for trainers illustration
(1): A: brand condition, B: brand and design attribute condition, C: brand and design attributes with evaluation criteria condition
APPENDIX B
Profiles for Learning Phase
(1) Brand condition illustration
(2) Brand and design attribute condition illustration
(3) Brand and design attributes with evaluation criteria condition
The profiles were the same as brand and design attribute condition. Evaluation criteria for design attribute were, however, provided.
APPENDIX C
Profiles For Prediction Of Product Quality Phase
Rights and permissions
About this article
Cite this article
Na, K., Holland, R., Shackleton, J. et al. The effect of evaluation criteria on design attributes and brand equity in the product evaluation process. J Brand Manag 16, 195–212 (2008). https://doi.org/10.1057/bm.2008.29
Received:
Revised:
Published:
Issue Date:
DOI: https://doi.org/10.1057/bm.2008.29